Boxpark space is ‘the future of Nike retail’
Nike is opening its first-ever Nike+ Fuelstation outlet at east London retail development Boxpark.
Designed in-house by the Nike brand design team in The Netherlands, the new space ‘mixes the human and the digital world’, according to Andy Walker, global design director at Nike.
Nike describes the project as ‘the future of Nike retail’, adding, ‘It’s unlike any other Nike store - we’re changing the way we do retail.’
The Fuelstation, which is installed across nine Boxpark crates, features augmented reality, interactive information screens and digital mannequins. Walker says, ‘It’s super-rich in interactions in a small physical space.’
The entrance area features a wall that starts out coloured red, changing to green as visitors walk past - reflecting the Nike Fuelband, which changes from red to green as the wearer exercises.
Further into the store is an area which uses Kinect technology to create an avatar ‘portrait’ of the visitor, which can then be uploaded to social media. There are also iPads and digital mannequin ‘mirrors’, in which digital characters model clothes.
There is space for a running consultant and a physio, while the upper level features further Nike products.
Walker says, ‘It’s not a traditional retail space - it’s more of a brand showcase, and it also works as a community hub.’ The space will be a meeting place for Nike running clubs.
Walker says, ‘When you’re designing in digital it can sometimes feel quite cold. The team did a lot of background work so that, for example, where there are screens there is always a human element.
‘We also used warm materials like wood bleachers to try to stop the space feeling cold.’
The Nike+ Fuelstation opens next week.